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THE ROLE OF MOMENTARY AND SUSTAINED EMOTIONAL AROUSAL IN ADVERTISING-INFLUENCED AND NON-INFLUENCED PURCHASING DECISIONS

Edina Molnár
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Edina Molnár: University of Debrecen, Hungary

CrossCultural Management Journal, 2020, issue 1, 67-78

Abstract: Today's trend in marketing research overlooks the role of lasting personality traits and momentary emotional influence in customer decision-making. This research seeks an answer to consumers who say they consider advertising to be an important factor in their purchasing decisions, and those who do not see advertising as a factor in their purchasing decisions, what kind of personality and compassion they have in their emotional attitudes. The research performed correlation calculations and t-tests involving 899 and 965 persons, completing a validated personality and empathy test. Comparing the two groups, those who consider advertising important are politer, less in control of their emotions, and less willing to meet social expectations.

Keywords: Emotional Arousal; Advertising; Personality; Empathy; Personal Distress (search for similar items in EconPapers)
JEL-codes: D83 (search for similar items in EconPapers)
Date: 2020
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CrossCultural Management Journal is currently edited by Fundația Română pentru Inteligența Afacerii

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